Determining which platform to use for business can be a daunting task. I’ve seen small, little-known brands take off like wildfire via Facebook campaigns, while some large companies struggle to make their presence known. Just compare Squishable, a small company out of NYC that has created a very niche market – they have more than 280,000 fans on Facebook and they engage their customers. Yet Staples has less than 200,000 and many of their posts garner less than 8 responses.

Choosing which networks to leverage takes time and requires some key research. There is a place to start, however.

CMO.com (Digital Marketing Insights for CMOs) created a simple chart that tells us which primary outlets are better for the engagement we seek. It’s from 2010, so Google+ isn’t included, but the information overall hasn’t changed.

Use this guide to decide which outlets are best for communication, exposure, promote incoming traffic and increase presence in search engines (branding).

 View full-size PDF CMO.com’s Social Media Landscape

It’s important to realize and remember that there is no cookie-cutter method to using social media to better your business. Little known brands have a much bigger hurdle to jump, but if they listen to their customer base, they can stand to gain a higher percentage of wealth in the long run.

What’s your industry? And what tools have you found to be best for increasing recognition of your brand/company and, ultimately, increasing sales?

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/10/23.
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Post tags: conversion, facebook, marketing, social media, twitter

You started your dream job twenty years ago. Over the years you’ve been responsible for key changes and advancements in the company. Management sees you as truly dedicated and you’ve worked your way up to a six figure salary.

You’ve tucked away some money for your kids’ college, but also didn’t pass on the opportunity to enjoy the fruits of your labor. So, this past year, you had that in-ground pool installed, upgraded to a nice, but not too pricey, sports car and picked up annual passes to Disney to put smiles on your childrens’ faces.

You’re living comfortably, even though the bulk of the money you’ve saved is earmarked toward college tuition.

This morning, you wake up, hop in your new car, hitting the local cafe before heading into work. You pull into the company lot, and head for the front door.

But… it’s locked.

There are no lights on, and few cars parked. You and a handful of your coworkers stand outside, wondering what’s going on. Then, your boss pulls up, and gives you the bad news. The company is now closed. Not due to the economy or failing product line, but rather, because he was so intrigued by what the Internet had to offer he decided to take all that hard work you and everyone else has done and offer up the product plans online… for free. After all, information wants to be free, no?

Sound absurd? Perhaps, but those downloading illegal music, movies, books and software are creating a very similar impact. You know who else is? The rest of us.

When did we become a society that thinks others should be offering up their hard work for free outside of charitable contributions? When did it become okay for someone to give up their dream job to put food on the table when that dream job, within all legal limits, would pay the bills?

More importantly, when did we become so expectant and accepting of others’ notion of getting things for free that we made “freemium” a primary focus of our own business models?

It doesn’t matter how (or exactly when) this all started. What matters is what we do with the information we’ve amassed, often at great costs.

How much money does someone who provides a wealth of free content really make selling premium goods? The answer: Not nearly as much as he could.

We’ve taken the traditional “sample taste” and “try before you buy” and turned it into “sample how easy it is to tie all the pieces together and learn my entire business model.” Think that’s an overstatement? For some, maybe, but for most, there’s so much time spent giving “tidbits” away that it’s difficult to keep track of what you actually gave. And if you are holding back (likely not nearly enough), someone else is there to fill the void.

The worst thing about “free” is it totally devalues everything we’ve done thus far. I don’t know about you, but my education was not free. The time I’ve spent researching, analyzing and strategizing came at great cost.

John Jantsch made some pretty bold statements about “information wants to be free” at the AmEx Open Forums. (Read: 5 Reasons Free is Hurting Us All)

When content is consistently given away it loses its value–not only for the producer, but also in the eyes of the content consumer.

- John Jantsch

John’s right. It’s time we step back and rethink things. If that means experiencing a slow season while we re-educate users, we can only benefit in the long run.

I’ve read many articles on this topic, along with comments by those who say we must provide valuable goods, services or knowledge for free in order to attract a bigger clientele or new customers. I’ve heard the arguments that say we need to give and give and give in order to build our lists. And I call foul.

To those who really think all this free content is necessary to bring real people through the door, I can only ask, “Whatever happened to the testimonial?”

With all the advances in technology, one element of business hasn’t changed: the power of “word of mouth” advertising. Therein lies the possibilities of real success. After all, if people aren’t talking about you, even the free content you’re offering is worth just that: zilch.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/05/19.
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Post tags: conversion, freemium, marketing, Mistakes That Kill, social media

The campaign, called Fair Tweets, calls for tweeters to donate their unused characters per tweet. In simpler terms, when a tweet falls short of 140 characters, you allow Fair Tweets to append their message in order to raise awareness about Fair Trade.

The problem I had is that the average Twitter user would be confused. Learning about what Fair Trade actually is (to decide if you want to jump on the bandwagon) requires some reading. Unfortunately, the textual content of the campaign isn’t written to immediately inspire someone to take action, because first you have to explain what “donating unused characters” actually means.

I eventually found this video, which explains it all in just one minute:

Can’t see the video? Launch it via YouTube.

That being said (and shown), I have to wonder how one determines the best methods for raising awareness for great causes. There are many ways to get the word out, but which ones garner the greatest response? And, how fine (or thick) is the line between being entertaining (like last year’s “What color bra are you wearing?” campaign, which, in my opinion, did little to raise awareness about breast cancer) and actually teaching people. Campaigns need to inspire people to spread the word, but also insprie them to take real action.

Have you developed a successful awareness campaign? Is there a particular campaign that stands out?

Share below…

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/05/09.
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Post tags: charity, marketing, social media

Sounds easy, right?

Actually, garnering retweets can be a daunting task, and those who accomplish this goal have one thing in common: they tweet with retweeting in mind.

Here’s 10 reasons you’re not being retweeted:

1. You don’t follow the 140 character rule. Traditional retweeting (RT @username) has to follow the 140 – (username + 6) rule. Savvy users don’t use Twitter’s auto-retweet function, especially if they want to include their own comments.
2. You don’t read what you’re sharing. Remember, you are the last line of defense for what you post. If you don’t click others’ links to ensure you’re not retweeting a scam or virus, why should people trust you enough to retweet you?
3. The site you link to includes an auto-popup or overlay, begging me to take action. This appears before I’ve even read a single line of the page; in fact, it usually covers the page so I’ve no choice but to take some action. My action, of course, is to close the window and move on—without sharing your tweet with my followers.
4. You cuss. I’m no prude, but I find no reason to cuss in a professional, social media environment. Even when quoting someone you should substitute characters (like ***).
5. You are too political. Tweeting for sales, business, and influence should be void of an overly-political voice, unless your target audience warrants such discussion. In fact, I never retweet political statements on principle—I know that a portion of my followers would be offended no matter what the statement.
6. The page to which you link is loaded with grammatical errors. I’m a professional, and my followers trust that I’m sharing information for a good reason. Broken English, spelling errors (sure, they happen, but there’s a limit to what’s acceptable on a per-post basis), and lack of punctuation doesn’t represent “me”. If you’re retweeting sub-par content, it reflects poorly on you.
7. You abuse the term “Please RT!”. Unless the issue is urgent, you shouldn’t be begging. Accept the fact that people can decide on their own if your comment warrants a retweet.
8. The content of your tweet doesn’t interest me. This isn’t necessarily a bad thing. One cannot expect everyone they follow to only tweet topics of interest. Understand this and it will be easier to accept not being retweeted.
9. The page to which you link requires registration. Even if it’s free, we simply don’t have the time to register at every site we visit. Find another source, or write your own post (avoiding plagiarism, of course).
10. You don’t use the appropriate hashtag. Even though I’m following you, I might not be interested in everything you have to say, or, I might not be on Twitter when you tweet something interesting. The chances of me seeing your tweet increase if you’ve used a hashtag on which I search.

Don’t fall into the trap of thinking Twitter is just a “free-for-all” and “if you tweet it, they will come”. There’s a reason key tweeters are recognized and respected, and they didn’t build their reputations overnight. They did this, in part, by tweeting with retweeting in mind.

Have any “I won’t retweet…” stories of your own? Post a comment!

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/05/07.
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Post tags: communication, marketing, social media, twitter

Keeping up on the latest technology isn’t as easy as we’d like. Fortunately, there are some key sites that keep us in-the-know. From the latest mobile devices to computer software, these guys feed us the news, reviews and opinions of key players in the industry.

Note: I much prefer getting my tech news via RSS. However, if you don’t mind getting fed the headlines as they happen in your Twitter stream, give them a follow.

• Engadget (@engadget) These guys write a great deal about mobile devices. Why should you care? Because you want to know how to better cater to customers. Also, why not use reviews and data to make your own decisions? Visit site ->
• Mashable (@mashable) While their Twitter account posts everything “Mashable”, there are great tech articles posted daily. Or, you can avoid the extra stuff and just visit the Tech & Gadgets section of the Mashable web site.
• Gizmodo (@gizmodo) This controversial source (their the ones who possessed the stolen iPhone) for tech news covers a broad spectrum. Learn about the latest Windows and Mac OS, including browsers and release notes, as well as the latest in smartphones and tablets. Visit site ->
• Wired (@wired) Wired covers a variety of topics – cars, multimedia, entertainment and tech. I find most all their articles interesting, but if you want to read specific topics, they have web site sections for Tech Biz and Gadgets.
• Lance Ulanoff (@lanceulanoff) He’s the editor-in-chief for PCMag.com. He also follows other tech stories and shares accordingly. Lance keeps me updated on the latest in PC and Mac news, as well as mobile devices and other gadgets. You can read all his PCMag.com articles here.

As always, there are plenty of folk worthy of mention. My picks are based on current trends and my experience. Got a must-follow tech-related account to share? Comment below.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/29.
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Post tags: #FF5, smartphone, Technology

You can learn a great deal about engaging your users from these food and drink related companies:

• Dunkin’ Donuts (@dunkindonuts) From social media contests to interacting with customers via Q&A, Dunkin’ Donuts shows you really can boost sales via social networking. Like them on Facebook, too!
• Starbucks (@starbucks) Okay, so I’ve never gotten a reply from the many tweets I’ve sent their way, but I do see them interacting with their customers throughout each day. Another example of engagement = sales.
• Whole Foods Market (@wholefoods) This company has really set the bar high for competitors. Where they really succeed, though, is allowing local stores manage their own accounts. Talk about interaction! Find your local store’s Twitter account.
• The Veggie Grill (@veggiegrill) This account is a great example of how local restaurants can engage their customers. Tweets are managed by co-founder Kevin Boylan, who likes to wake you up with interesting news, provide customer service and make you laugh. He calls Wednesdays Veggie Grill Virgin Night – challenging customers to bring new folks through the door. (I found this great post that explains what I’m talking about.)
• Taco Bell (@tacobell) You don’t have to like the food to appreciate this company’s Twitter account. Taco Bell knows its target audience. Even in the wake of a lawsuit (dropped, by the way) they launched aggressive ad campaigns, ultimately demanding apologies (view the PDF). This rallied up more supporters, and they’re happy to have them. I especially love that when someone asked what a menu item looked like, Taco Bell promptly uploaded a Twitpic. Very cool.

Of course, there are plenty of folk worthy of mention. My picks are based on current trends and my experience. Know a foodie-type account we all need to follow around? Share your thoughts in the comments box!

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/22.
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Post tags: #FF5, facebook, social media, twitter

There are two factors that can equate to success in the social world: luck and risk.

Luck

Don’t believe in luck? You should. It’s what makes online campaigns go viral. You could argue that it’s really the marketers and producers of content, but, you’d be wrong. Sure, they play a role in the process, but it’s luck of the draw that shoots a video – say, Rebecca Black’s Friday – through the roof.

Consider your own social media accounts. Unless you follow or friend a handful of people, chances are you’re missing more than half of the goods. Even lists and bookmarks can get overloaded with content, and, let’s be honest, you’ll never have enough time to read every article and watch every video your favorite folks share.

It’s more about luck because search results will never return “everything”, so you take the chance that when you look at your stream something important is being shared. You take the chance that you don’t miss a post that’s going to trigger an A-Ha moment.

Risk

Risks are taken by companies and professionals. They put money and time behind a campaign, taking the chance that a certain percentage of followers are going to see posts as they happen. They pray that people will share the content (via RTs and Facebook posts). This includes the media and blogs, which – usually through RSS feeds and search engines – can shine a brighter spotlight on the message.

The ultimate goal is total saturation… Let’s call it the “Charlie Sheen Effect” because his rants and #winning attempts are a perfect example of what companies want to do. Well, most companies aren’t looking for controversy, but they are seeking to become trending topics. Who wouldn’t want to gain a million followers in just over a day? Who wouldn’t want people of all walks of life sharing a specific message? Who wouldn’t want to experience this type of domino effect?

Guy Kawasaki calls “nobodies” the new “somebodies”, because it only takes a few traditional folk to get the ball rolling. The time (and money) spent by companies trying to influence those key nobodies stems from belief in a product or service. Still, the investments are a risk because there are far fewer “viral” success stories than actual attempts.

It’s Not a Fad

Social media, however, is not a fad. We’ve been using it for centuries. Word-of-mouth is a form of social media, as are forums and blog posts. People will always want to learn new things and share information, and companies will always want to influence people to buy their products. We may not always use the same tools (technology allows for new methods), but we’ll always be a social world.

If you’ve been putting off using today’s social tools to engage existing and potential customers, what’s the real reason? Is it the risk factor? Or are you so scared you won’t get lucky you’re not even willing to try?

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/18.
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Post tags: facebook, marketing, Mistakes That Kill, social media, twitter

His words ring true.

In a recent interview at Forbes, Kawasaki expands on the topic:

You still have to pay someone to suck up to the New York Times and the Wall Street Journal… But you should also be sucking up to Lonelyguy15. – Guy Kawasaki (via Forbes)

Imagine that. While the press is putting its focus on bringing us nobodies stories about popular somebodies, real, passionate companies want us on the red carpet touting their products. They even want us nobodies to tell them how to do their job.

Kawasaki’s goal is make more companies realize the benefit of being real and passionate. By reaching out to nobodies, who tend to be more discretionary with their money and (hopefully) sharing, even the smallest of businesses can find ways to thrive.

Hear that, business leaders? I’m a nobody and proud of it! Want my autograph?

Read the full interview…

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/15.
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Post tags: conversion, marketing, social media

The server is the last line of defense at eateries. Unfortunately, either many managers aren’t enforcing the rule, or the staff just doesn’t care, because I’ve lost count how many times I’ve asked for something to be left off my plate–only for it to be served anyway. (It’s common for them to roll their eyes and lay all the blame on the cook. That’s a shame, and they only get away with it because they aren’t punished for their own mistakes via poorer tips. But I digress…)

If you want the rewards, you have to ensure people get what they've ordered.

Savvy social media users (especially on Twitter and LinkedIn) are less forgiving when it comes to being fed bad information. Useless and inappropriate content isn’t what they ordered when they clicked the follow button, so it’s up to you to ensure they’re receiving the star treatment.

If you want to build and maintain a good reputation, you have to share with care. That is, know what you’re posting and tell others why they need to give it a read. This can be time consuming, because no matter how much you trust anyone, you should be reading articles and blog posts before retweeting links.

Responses like, “OMG, that’s not what I thought it was…” and “I can’t believe he tweeted that…” are excuses only for laziness and disrespect. It tells us that you’re passing information in a sealed envelope, yet you still stamped URGENT on the front.

Expecting (or hoping) others read what you haven’t taken time to read yourself makes you look like a fool. It makes people wonder if you’re actually a bot, or worse, if your account has been compromised (which, by the way, could happen to any accounts you follow).

If you want to be a key tweeter/poster in your field, follow the rules of service:

• Always retweet for a reason.
• Read references (click the link) to make sure the content you’re sharing is appropriate for your followers.
• Tell your followers why you’re retweeting content, even if only to say you love someone’s idea.
• If you don’t agree with the original article but still want to retweet the link, tell your followers why. (You could include a brief rebuttal).

In short, you need to be the ideal server – the last line of defense. Cooks, along with those you follow, make mistakes. It’s your job to cover their behinds. All that matters, really, is that folks are happy with their experience. Ignore the rules and people will react accordingly – most likely by clicking the unfollow button.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/15.
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Post tags: marketing, Mistakes That Kill, social media

The rules and trends of social media are ever changing. It makes sense to follow people who stay on top of the latest happenings. Here are five of my favorite tweeters focused on our social world:

• Social Media Examiner (@smexaminer) makes it fun to learn. I love these guys because they break everything down into easy-to-understand language and supporting graphics. Visit site–>
• Mirna Bard (@mirnabard) is a social media consultant who focuses on reality rather than excessive hype. I’d followed her for several months before I won a consult, which was used to publicize my husband’s film efforts. Mirna’s strategies are realistic and she makes concerted efforts to understand people’s needs and goals prior to full project planning. Mirna also gets people engaged by asking questions rather than relying on shady statistics. Visit her site–>
• Mari Smith (@marismith) knows Facebook! Seriously, forget all those other “help” groups and sites out there, because Mari already has it covered. From the very basics to in-depth campaign creations, Mari’s resources are top notch. (On a personal note, lots of newcomers treat Mari like she IS Facebook support. She’s not. All the more reason to buy her books and/or user her services). Visit her site–>
• Tweet Smarter (@TweetSmarter) teaches, helps and analyzes all things Twitter. Dave and Sarah’s articles and posts are quite useful and they’re great at culling through all the garbage out there. If you want to truly understand Twitter from many angles, follow these fine folks. Visit the site–>
• Craig H. Collins (@craighcollins) is a social media consultant and coach. He posts regularly on Facebook and other social sites, focusing on providing a service to customers and potential clients. Visit his site–>

Of course, there are plenty of folk worthy of mention. My picks are based on current trends and my experience with their work. Know someone we all need to follow around? Share your thoughts in the comments box!

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/15.
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Post tags: #FF, facebook, social media, twitter